How to win customers - Is the A-Board the most cost-effective marketing tool ever?

I saw these A-boards on a recent trip to the beautiful city of San Sebastián.

The chalk boards blend into a street of chalk boards. They serve a purpose. Perhaps they are essential in an area where more retailers have them than don’t.  But my favourite is this gem a short walk away, outside a café called MOTX:

“MOTX — World Famous Café. Known for their outrageously attractive customers.”

Genius.

While most boards tell you what’s on offer, this one tells you who you’ll be if you step inside. It’s a discussion point. Nothing more. But designed to intrigue. It’s cheeky, clever, and instantly shareable.

A-boards. A brief history!

The A-board, also known as a sandwich board, dates to the 19th century. Originally, they were wooden frames worn by people, trudging through busy streets to advertise shops, shows, or products. And you can still see this in play even now. When city laws began banning these “walking ads” for obstructing pavements, business owners simply left them standing outside their doors. The humble A-board was born.

A-boards have remained popular for a reason. They are immediate, low-cost, and brilliantly versatile. No subscriptions. No algorithms. Just a few square feet of wood and chalk, blackboard paint or paper to capture attention and express personality. In high volume traffic areas, they work really well with a leaflet holder stuck to them.

The offline battleground

Think about how hard it is for bars, cafés, or independent shops to compete for attention today.

A restaurant might invest in social media ads, delivery app listings, flyer drops or influencer visits, all of which cost money and time. And often reach people who may never set foot nearby. A bar might rely on reviews, word of mouth, or Google Maps visibility to stand out in a crowded nightlife district. A wine shop might spend on signage, flyers, or tasting events to draw in footfall.

All valid tactics. But none offer the instant impact of an A-board sitting proudly on the pavement, turning heads, sparking curiosity, and stopping passers-by in their tracks.

For the price of a few minutes writing, you’re a-Board or printing your advert, you can make people smile, start conversations, and win new customers in seconds. Plus use all the other tactics (above) too.

A message to passers by

More than anything, an A-Board is an open invite to passers by. An invitation to partake in a conversation. And in the case of my local chiropractor, an opportunity to educate and spark some curiosity.

A reminder that simple still works

In an age of digital noise, the A-board is refreshingly human. It invites connection. It tells your story at street level. And when used with wit and warmth (like the team at MOTX), it becomes more than a sign. It becomes part of your brand.

Standing out doesn’t always mean spending more. Sometimes, it just means thinking a little about your customer. And using that A-board.